Help! I'm Being Stalked by a Bathtub!
However, I must confess that my recent stalking incident was not about shoes at all, but about bathtubs.
My husband and I are remodeling a bathroom, so I've spent quite a bit of time searching for the perfect bathtub online. Yesterday I actually placed an expensive bathtub in my shopping cart and proceeded to check out, but at the 11th hour started thinking that maybe my contractor could purchase the same tub for a better price. So I abandoned my cart. And in the process, it seems, launched obsessive tracking behavior that could only be rivaled by a professional stalker.
No matter what site I visited while researching client-related work, bathtubs kept appearing. Some were in the upper right hand corner of the page, so as I scrolled down the page they would disappear from view. Whew!
Others seemed to travel down the page with me ... tumbling tub over tub with prices flashing, offers blazing and the lure of a long, hot soak compelling me to glance ... nay linger ... on the designer tub dangling within the reach of a mouse click.
But since I had no intention of completing the purchase transaction without the nod from my contractor, the ads seemed to get more annoying than helpful as the day went on. At one point, a colleague was looking over my shoulder while we were reviewing some online research. After looking at the page for about five minutes, she pointed to the tub ad and commented, "That tub reminds me—did you finish remodeling your bathroom yet?"
Intellectually I understand why retargeting is so valuable. Statistics show that 95 percent of users leave a site without making a transaction, and the ones retargeted are 70 percent more likely to complete a purchase, so it makes perfect sense to retarget.
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.